Introduction to Marketing

Introduction to Marketing

Introduction to Marketing

University of Pennsylvania

About this course: Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies.
You’ll learn key principles in
- Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly.
- Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering.
- Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment.
Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.

Professor Kahn starts us off with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all concepts covered in the course, please read the syllabus below. Additional info may be found in the Course Pages. Please participate in the discussion forums as your input will enhance the overall experience of this course!

7 videos, 3 readings

Reading: Syllabus

Reading: FAQ

Reading: Additional Readings

Video: Marketing 101: Building Strong Brands Part I

Video: Marketing 101: Building Strong Brands Part II

Video: Strategic Marketing

Video: Segmentation and Targeting

Video: Brand Positioning

Video: Brand Mantra: The Elevator Speech

Video: Experiential Branding

Graded: Quiz #1

WEEK 2

CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity

Module 2 of our class features Professor Peter Fader, who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, it is imperative to focus on the right customers for strategic advantages. The coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.

9 videos

Video: From Product-Centric to Customer-Centric Management

Video: Cracks in the Product-Centric Approach

Video: Data-Driven Business Models

Video: Three Cheers for Direct Marketing

Video: Which Firms Are Customer Centric?

Video: What is Customer Centricity?

Video: Living in a Customer-Centric World

Video: More Reflections on Customer Centricity

Video: Questions on Customer Centricity

Graded: Quiz #2

WEEK 3

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion

Professor David Bell takes over this week as we begin our third module! We are shifting focus to the critical topic of "Go to Market Strategies." The "go to market" strategy offers more possibilities than ever before as companies have the potential to address consumers both offline and online through a variety of platforms. Professor Bell has been able to work on these very issues with several exciting startups and will use those experiences to help illustrate this week's material.

Professor Kahn is back in this fourth module, the second of her Branding Modules, covering effective brand communications strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.

6 videos

Video: Brand Messaging & Communication

Video: Brand Elements: Choosing a Brand Name

Video: Brand Elements: Color & Taglines

Video: Brand Elements: Packaging

Video: Brand Elements: Persuasion

Video: Repositioning a Brand

Graded: Final Exam

WEEK 5

Applied Marketing (Optional)

These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.

10 videos

Video: The Brand Named Jennifer

Video: Awesomeness TV

Video: Playboy in China

Video: Crocs

Video: Barriers To, and Challenges Of, CustomerCentricity

Video: Pay It Forward: Google and others

Video: CLV: Electronic Arts

Video: Rewarding CLV: Merial

Video: Customer Analytics Initiative

Video: New Start-ups in Customer Centricity

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University of Pennsylvania

The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.